The Challenge
TrueLanguage, a provider of human language translation and localization services, needed to more effectively reach and educate its target audience on the value of its services and generate qualified leads. The primary goal was to establish TrueLanguage as a thought leader and create a consistent pipeline of prospective clients.
My Solution & Approach
Between 2016 and 2018, I developed and implemented a comprehensive content marketing and lead generation strategy for TrueLanguage. The core of this strategy involved:
- Audience & Keyword Research: Identified key topics and search terms relevant to TrueLanguage’s potential customers.
- Content Creation: Developed a suite of downloadable resources (guides, checklists, fact sheets, case studies – designed using Adobe Photoshop and InDesign) addressing these topics.
- Dedicated Resource Hub (WordPress): Designed and built a user-friendly resource portal as a custom WordPress site on a subdomain. This hub housed all created content and was optimized for lead capture and mobile-friendliness.
- Multi-Channel Promotion:
- Social Media Marketing (Twitter Focus): Tested various social channels, ultimately focusing on Twitter which proved most cost-efficient.
- Display Advertising: Utilized display ads to broaden reach.
- On-Site Call-to-Action (CTA): Designed and integrated a prominent CTA on TrueLanguage’s main website.
- Performance Monitoring & Optimization: Tracked key metrics to assess channel effectiveness.
Landing Pages For Downloadable Resources
Key Results & Contributions
- Successful Lead Generation: Generated over 100 qualified leads within the first 3 months.
- Increased Brand Visibility & Engagement: Grew TrueLanguage’s Twitter following from 165 to 507.
- Effective Content Strategy: The downloadable resources and WordPress resource hub successfully attracted and educated the target audience.
- Optimized Marketing Spend: Identified Twitter as the most cost-effective social media channel.
- RImproved Website Conversion: The strategically placed CTA became the second-highest driver of traffic to the resource portal.
Tools & Technologies Used
Web Development: WordPress, HTML, CSS, PHP
Software: Adobe Photoshop, Adobe InDesign
Marketing & Analytics Platforms: Hootsuite, Twitter Ads, Google Ads, Google Analytics
Microsite for Downloadable Resources